Design and innovation agency Morrama has worked with personal care brand Wild on a refillable roll-on deodorant with plastic free refills.
A quarter (26%) of the 250 million deodorants bought in the UK each year are roll-on, and current refillable market options face challenges such as messy pour-in refills and clunky mechanisms negatively impacting consumer adoption.
Customers simply pop off the bottom of the case, unscrew the empty refill and screw in the new one. Developed in partnership with Shellworks, the 50ml refill is made from Vivomer – a compostable material already used in Wild’s shower gel range that breaks down completely in soil within a year.
Made from a combination of anodised aluminium and 50% post-consumer recycled plastic, the rounded edged silhouette of the roll-on is designed to fit nicely in hand.
Jo Barnard, founder and creative director at Morrama, said: “A key insight from our previous product development in personal care has shown that refillables only work when they’re a joy to use, so our focus was to not only design a product that looks and feels premium without compromising Wild’s sustainability values, but that also performs seamlessly.”
Freddy Ward, co-founder of Wild said: “Each new launch means a new innovation in sustainable product design that moves us one step closer to our mission of eliminating single-use plastic from the bathroom and Morrama has played a critical role in making this happen.”